In an effort to give each of the brew manufacturers a little bit more control over the product, the Budweiser Project 12 is a completely different approach to beer branding and production. The 12 is in reference to the 12 breweries that produce Budweiser across the United States and the Project allows each of them to tweak the legendary recipe freely.
Budweiser Project 12 involves using six distinct recipes that are brewed at all of the locations across the country. What's more, the beer giant has rebranded the bottles that contain the varying brews to let consumers identify which batches they like and which they feel aren't the finest. Additionally, the favorites were voted on and the tallied results saw the winners were brewmasters in Los Angeles, St. Louis and Williamsburg.
Location-Based Brew Branding
Budweiswer Project 12 Lets Individual Brewers Switch Up the Recipe
Trend Themes
1. Location-based Breweries - A trend of creating location-based breweries that allows individual brewers to control the production of beer locally.
2. Personalized Beer Branding - A trend of personalized beer branding where bottles are rebranded to allow customers to identify their preferred brews.
3. Crowd-sourced Beer Recipes - A trend of crowd-sourced beer recipes where brewers can vote and tweak legendary recipes to create new combinations of beer flavors.
Industry Implications
1. Craft Beer Industry - Craft beer industry can adopt location based breweries trend to create unique and localized beer flavors.
2. Alcoholic Beverage Industry - The alcoholic beverage industry can adopt personalized beer branding trend to create more brand loyalty and increase customer engagement with their products.
3. Brewing Equipment Industry - The brewing equipment industry can leverage the crowd-sourced beer recipes trend to create more innovative and customizable brewing equipment and tools.